Ray Eames: A Century of Modern Design

ROLE + SCOPE

Brand/Marketing Leader & Creative Director,
Enterprise Brand System

OVERVIEW

To mark the centennial of designer Ray Eames, a unifying brand system was developed for a landmark exhibition. Leading the project’s strategic evolution from 2012 to 2014, I engineered a system promoting the first exhibit to explore Ray’s life and work as an equal partner in the Eames legacy. Leveraging her 50% contribution as a critical narrative shift, the project transformed the museum’s brand while driving market share, salience, and ROI.

STRATEGY

I synchronized high-profile partners Eames Office, Herman Miller, and Lumens with an advisory council of regional arts leaders.

This ecosystem was amplified across print, digital, OOH, and activations, including an Eames Pop-Up Shop, exclusive events, an exhibition "Inspiration Station" with activities sponsored by IKEA, and a documentary screening with director Jason Cohn and granddaughter Llisa Demetrios.

The project raised $250K in sponsor revenue and repositioned the museum as a prestigious cultural authority, becoming the blueprint for my brand architecture approach.